Ronn Torossian Picture 5WPR

Might Makes Right: The United States military is a brand that could do better by addressing the problems it solves. Granted, the military faces an uphill battle because so much of the media is anti military. However, in other countries the military is a strong brand with positive public and media portrayal. We’re not passionately positive about the military in this country; it often seems as if the only stories we read about in terms of the military in this country are controversies, scandals, or mistakes made. Yes, the press is predisposed to (and very good at) highlighting hot-button issues like gays in the military and purported abuses on the battlefield and in POW camps, but does the military try hard enough to counter what are largely negative reports? How many positive military stories do you remember reading about recently; how many can you recall seeing on the news? How many military figures can you name? Only a couple may come to mind. David Petraeus? Norman Schwartzkopf? Who else can you even think of in less than 15 seconds?

Ronn Torossian “For Immediate Release” Book Excerpt

The military solves a problem and provides a solution to our security. Promote that solution through real people with whom everyone can indentify. The American military is the people’s military. It’s Jessica from New Hampshire, John from Florida, David from Wisconsin. Put those people on television and let them talk to the media. When it’s Thanksgiving, offer stations across the U.S. interviews with local heroes.” Obviously the young soldiers who make up the rank-and-file troops can’t and shouldn’t talk policy. They can, however, have a conversation about why they enlisted and what they do for the United

States. Once real military men and women become familiar on a personal level, even the most hardened reporter can’t help but be empathetic. Such a campaign would show the military solving problems that go beyond war and conflict (they help poor people all over the world, rebuild infrastructure domestically and in foreign lands, etc.). It would promote the idea of the military as an organization of your peers, fellow citizens and neighbors. In this respect, identifying a problem your business or brand can solve can also improve public perception of your business. That’s a win-win.

Next time you’re tempted to believe your mother’s (or anyone else’s) PR about you—stop and think about it before swallowing it whole. As Leif Garrett, the singer and former teen idol, astutely remarked, “Don’t believe your own publicity. You can’t; you’ll start thinking that you’re better than you are.” (Proving that you don’t have to be a Shakespearean actor to call it like you see it.) Even if it all happens to be true, getting caught up in the thrill of it all means you’ve taken your eye off the ball.

“For Immediate Release: For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations” by Ronn Torossian of 5WPR is available for purchase at Amazon.

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Ronn Torossian is the Founder, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.